AdMob: Half of iPhone users buy paid apps every month


Consumers on the iPhone and Android platforms exhibit similar activity levels, downloading roughly the same total number of applications and spending about the same amount of time using them, according to mobile advertising firm AdMob's January 2010 Mobile Metrics Report. However, AdMob reports that iPhone users continue to download more paid apps than other smartphone users, with 50 percent of iPhone owners purchasing at least one premium app per month, compared to 21 percent of Android users.

iPod touch owners download an average of 12 applications a month, 37 percent more than iPhone and Android users who download roughly nine new apps each, AdMob notes. By comparison, Palm webOS users downloaded an average of six applications per month. While iPod touch users devote an average of 100 minutes per day to using applications, webOS users spend an average of 87 minutes per day, followed by Android users at 80 minutes and iPhone users at 79 minutes per day. Seventy-three percent of Android users are male, compared to 56 percent of iPhone OS users; the average iPhone user is 14 years older than the average iPod touch user, 78 percent of whom are under age 24.

The iPhone represented 47 percent of U.S. smartphone usage across the AdMob network in January, followed by Android (39 percent), BlackBerry (7 percent) and webOS (3 percent). The AdMob report also notes the growth of web-enabled hardware, stating that about 17 percent of January's mobile ad requests originated via non-phone devices, compared to 12 percent in July 2009. Among consumers asked if they own a mobile Internet device or plan to purchase one within the next six months, iPhone users showed the highest level of interest in purchasing an iPad at 16 percent, compared to 11 percent of webOS users and just 6 percent of Android users--about the same percentage who expressed interest in buying an Amazon Kindle ereader.

For more on the AdMob January 2010 Mobile Metrics Report:
- read this release

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